When talking about email marketing some may think of generating leads, some may think of creating the best content for relevant audience, some may think of optimizing their email list and rest may think of spammy email they receive on day to day basis. But one thing is pretty sure with email marketing and that is the impact it has had on the marketing industry as a whole. This article is our take on the evolution of email marketing from 1970s to today.
Email Marketing Evolution
Table of Contents
Email Marketing – History
Let us start from the history of emails. The first email was sent in the year 1971 by Ray Tomlinson. Although the message was not promoting any product/service it did open up an avenue for industry that is expected to worth 5 Billion USD by 2025.
Gary Theurk also known as the “Father of Spam” sent first email via arpanet that was directed for commercial purpose. The email that was sent to 400 recipients, promoted DEC machines to the receivers. The email generated 13 million in sales to the company. (Yes that’s right)
With the advent of internet and Hotmail as the mass email service, the email industry was about to change forever.
Email Marketing – Now
Marketers, SEO specialists, advertising agencies, startups, and established enterprises all use email marketing to some extent. Email marketing has evolved more into just sending some words. Today it has become more about –
- Meaningful bonds – Email marketing allows you to have one-on-one conversations with the people you want to make a purchase from you. The algorithms that select which social media posts users see don’t apply to email. They ignore it and head towards the mailbox. People will be more receptive to what you say if you establish rapport with them.
- Possessing the flexibility to adapt – The best approach to convert leads into sales is through email marketing. Members of your email list are more likely to respond to your advertisements because they are already interested in your products or services. Studies have shown that email marketing is more effective than other forms of advertising.
- Segmentation – Email marketing relies heavily on segmentation. Users can be categorized in a variety of ways, such by age, gender, and activity level. Customizing your messages for each audience will increase interaction and CTRs.
- Data Driven – When compared to more conventional approaches, email marketing facilitates quantifiable data collection and analysis. Opens, clicks, answers, and conversions may all be monitored in real time. Decisions backed by data can improve productivity, attract more consumers, and increase profits.
- Optimising Budgets – The ROI for email marketing is through the roof. The cost of advertising via email marketing is substantially lower than that of more conventional channels. No matter the size of your company, email marketing can help you maximize your advertising budget.
- Relationship Building – A company’s marketing strategy must focus on more than just producing money in order to be effective. Email marketing is an effective strategy for maintaining relationships with current and potential customers. Sending subscribers content that is both informative and entertaining is a surefire way to gain their confidence and loyalty.
- Mobile Friendly – Due to the prevalence of mobile Internet access, email marketing has seen a surge in popularity. Email is increasingly being read on smartphones and tablets, therefore it’s crucial that they’re legible across a wide range of screen sizes. Doing so ensures that your material will display properly and be easily readable across a wide range of devices.
- Evolving Content in Email Marketing – The way we do business via email has evolved over time. As communication tools have evolved, so has email marketing. It all began with static text messages, progressed to more visually appealing HTML formats, and has now arrived at interactive media. Keep your viewers engaged with moving images like photographs and GIFs.
- Data Trust – Email marketing’s ability to gain consumers’ consent before sending them messages is a major bonus in an era when data security is paramount. Knowing what will happen to their data and being able to easily withdraw consent both go a long way toward making users feel comfortable giving information.
- More than Sales – The purpose of an email marketing campaign need not be limited to sales. Articles, thoughts, product updates, customer accolades, and more can all be shared here. Visitors won’t waste time wandering aimlessly because there’s so much to see.
Because of its ability to cut through the plethora of competing online messages, email marketing has proven to be highly effective.
Future
The future of email marketing only seems to be bright thanks to the booming of creator economy. What is interesting to know is that next growth of email marketing would be led by creators and individuals than by businesses.
The email marketing evolution is entering a new phase.
Jason is an email and automation expert with over 7+ years of experience. He has worked with several SaaS companies to help them scale their revenue. Jason's first love is mountains.